Victoria’s Secret has been accused of failing to appeal to female shoppers in recent years, with some customers complaining on Facebook that its ads, which feature scantily dressed models, are targeted more towards men than women.

Meanwhile, rival brand Aerie has doubled down on its efforts to promote female empowerment and is gaining market share.

We’ve compiled a list of up-and-coming lingerie brands that could pose a threat to Victoria’s Secret.

Lingerie giant Victoria’s Secret has been accused of failing to appeal to its female shoppers with racy ad campaigns, relatively steep pricing, and rail-thin models.